Cheetos and Ripley’s Believe It or Not! Bring an Unbelievable Cheetos Museum to Life

Jun 08, 2017

Exhibit Celebrates Second Annual Search for the Most Unique Cheetos Shapes, With $150,000 Up for Grabs

Cheetos Museum Exhibit Now Open at Times Square Ripley’s Believe It or Not!

PLANO, Texas (June 8, 2017) - Will Cheetos shaped like a Flamin' Hot Croissant or a Cheesy Pineapple become the next famous piece of Cheetos art this summer? Cheetos, one of the flagship brands from PepsiCo's Frito-Lay division, is again asking America what they see in their Cheetos to find the most sought-after Cheetos works of art for the official Cheetos Museum, www.CheetosMuseum.com.

To officially kick off the hunt for the next priceless Cheetos shape, Cheetos and Ripley's Believe It or Not! have teamed up to bring Chester’s exclusive exhibit to life in an unbelievable, must-see-it-to-believe-it way. Cheetos fans will hunt for hidden shapes in a completely immersive exhibit made with more than 128,900 Cheetos, and experience endless halls of one-of-a-kind Cheetos shapes in a mirror-lined infinity room at the Times Square (42nd Street between 7th and 8th Avenues) Ripley's Believe it or Not!

Fans will be able to show which flavor is their muse as the best Flamin' Hot and Cheesy Cheetos shape submissions face-off in two new "halls" of the museum. Just in time for the opening of the new exhibit, Cheetos is releasing a new Flamin' Hot Chipotle Ranch flavor.

"We are back to find out which Cheetos make the best masterpiece – Cheesy or Flamin' Hot! We're excited to see what our fans will find, and to partner with Ripley's Believe It or Not! to curate the most unbelievable Cheetos Museum exhibit to date," said Ryan Matiyow, senior director of marketing, Frito-Lay. "This year, with Flamin' Hot shapes officially in the mix and two $5,000 weekly prizes up for grabs, we can't wait to see everyone's creative submissions!"

The call for submissions will be twice as fun – or some would say HOT – as Cheesy and Flamin’ Hot fans submit unique finds in each category. From May 29 through August 6, fans can simply submit a photo and the story of their one-of-a-kind Cheetos shape at www.CheetosMuseum.com or submit through Instagram, @cheetos, and Twitter, @ChesterCheetah, using #CheetosMuseum #Contest. Submissions will be judged weekly based on the creativity of the Cheetos shape description, and how closely the shape resembles that description. Two weekly winners, one Cheesy and one Flamin’ Hot, will be awarded $5,000 each, totaling $100,000 in prize money awarded.

In August, the Cheetos brand will then turn the voting over to the public to determine the grand prize winning shape. Fans will choose which makes the better Cheetos masterpiece – Flamin' Hot or Cheesy – when the top Flamin' Hot shape and the top Cheesy shape go head-to-head. The owner of the Cheetos shape with the most votes will receive an additional $50,000 grand prize and have his or her shape displayed as a part of the famous Ripley’s Believe It or Not! Odditorium's collection - earning a place in artistic history.

About PepsiCoPepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo generated approximately $63 billion in net revenue in 2016, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.

At the heart of PepsiCo is Performance with Purpose – our fundamental belief that the success of our company is inextricably linked to the sustainability of the world around. We believe that continuously improving the products we sell, operating responsibly to protect our planet and empowering people around the world is what enables PepsiCo to run a successful global company that creates long-term value for society and our shareholders. For more information, visit www.pepsico.com.

About Ripley EntertainmentRipley's Believe It or Not! is part of the Ripley Entertainment Inc. (www.ripleys.com) family of worldwide attractions, the global leader in location-based entertainment. More than 14 million people visit its 100-plus attractions in 11 countries each year. In addition to its 31 Believe It or Not! Odditoriums, the Orlando, Florida-based company has publishing, licensing and broadcast divisions that oversee projects including the syndicated Believe It or Not! television show, best-selling books and the popular syndicated cartoon strip, Ripley's Believe It or Not!, that still runs daily in countries around the world. Ripley Entertainment is a Jim Pattison Company, the third-largest privately held company in Canada.

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Frito-Lay North America is the $15 billion convenient foods business unit of PepsiCo, whose headquarters are located in Purchase, NY. In addition to Frito-Lay, PepsiCo business units include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.